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hi , \n\nplease use as topic Dragon King buffet restaurant - (park Loyal location London )\n\nthank you

Managing
customer
Experience

Table of Contents
INTRODUCTION.......................................................................................................................1
TASK 1............................................................................................................................................1
P1 Importance of understanding wants, needs and preferences of target customers in the
service sectors.............................................................................................................................1
P2 Different factors that influence customer engagement with different target group of
customers in the service sector....................................................................................................3
TASK 2............................................................................................................................................3
P3 Customer experience map in a service sector organisations..................................................3
P4 Customer touch points in customer experience which create business opportunities in the
service sector organisation..........................................................................................................5
TASK 3............................................................................................................................................6
P5 Digital technology role in managing customer experience ...................................................6
TASK 4............................................................................................................................................7
P6 Customer service strategies in a specific service sector........................................................7
P7 Role of customer service strategies which will help in development of customer experience
in meeting the needs of customers and for the required business standards...............................8
CONCLUSION................................................................................................................................9
REFERNCES.................................................................................................................................10
Books and Journals........................................................................................................................10

INTRODUCTION
For the growth and development of any industry and also individual companies
management of customer experience is very important. It is essential tool which can be used by
the companies present in the hospitality sector. This report is based on dragon king buffet
restaurant, which is having a presence in London. They are having a presence in prime location
in London. This makes it easily accessible for the people(Peppers and Rogers, 2016). This report
includes detail description of various requirements and needs of of the target customers. Further
there is discussion of factors which influence on the customer engagement. Customer experience
map is prepared by of the service industry which will help in analysing the pre, during and post
behaviour of customers according to efforts of the company. Points of customers which can
create various business opportunities have to be forecasted by the restaurant. Furthermore with
the growing advancement of technology , growth of digital media as a promotional tool for
companies is analysed. All this points will help in developing a understanding of the companies
present in the hospitality sector.
TASK 1
P1 Importance of understanding wants, needs and preferences of target customers in the service
sectors
Customer is the most important stakeholder in every company. They are the target people
whose demands, needs, preferences, expectations and desires have to be fulfilled by companies.
The three most important elements are wants, needs and preferences which are having a strong
interrelation and they are developed based on ability, willingness and various requirements of
customers(Pansari and Kumar, 2017). They want to provide best experience to their customers
so that this can have a contribution in development of brand image in market. This is a restaurant
which deals in providing all types of cuisines to people and they specialise in having maximum
variety with best taste of each dish. They always try to influence their customers by identifying

their needs, working upon them and then making efforts to fulfil it. The manager of Dragon king
buffer restaurant conducted a research to identify various customers demands and needs which
are mentioned below:
Customers Needs and wants
Teenagers  Quality food
 Free Wi-Fi facility
Food lovers  Live music facility
 Variety in food
 customization according to each
individual.
Health conscious  Food having low calorie content
 Hygienic environment
From the above discussed chart it can be clearly identified that each customer has some
specific needs and wants which they expect to be fulfilled by the restaurant they are visiting. The
first segment of customers which Dragon buffet restaurant is targetting is the youth segment who
demand quality food and fun at the same time. They desire that whether they have to pay more
they don't want to compromise on quality(Tsui, Zhang. and Chen, 2017). The next segment
which is being targeted is the people who are very conscious for their health such that they
demand low calorie food. They are also demanding a hygienic environment and place to have
their food. Another segment of target customers is the people who are actually the food lovers or
the people who are having a preference for good food. Dragon buffet restaurant focuses on those
people who are having very strong preference for varieties of food. All the three segments of
people are the target customers of Dragon king buffet restaurant(Noe and Wright, 2017). They
want to position themselves by satisfying the needs of all the above mentioned categories. When
they will be able to understand various needs of such customers then it will be easy for the
restaurant to make successful strategies. They try to create a better ambience which can enhance
the satisfaction level of their customers. Live music is a additional facility which is provided by
this restaurant.

P2 Different factors that influence customer engagement with different target group of customers
in the service sector
Teenagers/youth: This segment consists of all those individuals who are of age group
between 18-25. It is observed that people who belong to this category can provide a good market
to this restaurant. Dragon king buffet restaurant which is located in London also makes attempts
that they are able to satisfy this segment of customers. This will also act as a promotional tool
for them through mouth publicity which the satisfied customers of this segment will be doing.
Food Lovers: This is that segment who are having love for good taste and quality food.
The customers in this segment want to explore new places so that they are able to have new
experience. This is also a good rear which can help dragon King buffet restaurant in increasing
their market share(Kunz, Aksoy and et. Al 2017).
Health Conscious: It is that element of customers who are having a preference for food
with low calorie content. It is important for Dragon king Buffet restaurant that that they are
having proper management to satisfy this category of customers also. This will help in getting a
competitive advantage for there restaurant as there are many restaurants who are dealing in
healthy food with no calories are also present in London. So such restaurants can be a threat for
Dragon King restaurant if they are not having proper arrangements of healthy food.
TASK 2
P3 Customer experience map in a service sector organisations
Customer experience mapping refers to a process which organisations use to identify how
customers can be connected to the service which are offered by the company. This is a tool
which can be used to develop various insights related to target customer group. This can help in
framing of various strategies related to the service sand which can help in attracting more
customers. Continuous growth is something which is desired by all companies. This means that
for Dragon King Buffet restaurant also needs to build up a team which can help them in
development of a customer mapping process(Jaakkola and et. al 2015). This will be very helpful
for the company in identification of various needs of customers and then making efforts to fulfil
them in a way that people are demanding. This team will finalise various tools which will help

them in making adequate analysis and increase the overall value being perceived by the
customer.
Pre During Post
Touchpoints Customers can
approach the online
website of the dragon
buffet restaurant which
can help them in
assessment being done
of various recipes and
services which are
being provided by this
restaurant.
Customers will be able
to understand different
types of services
which is offered by the
restaurant and what is
the basic outcomes
from the actual
experience. It can be
negative or positive.
Based on the actual
experience, post
behaviour is there of
the customers. The
outcomes will be
positive if the
customer is satisfied
and it will be nrgative
if customers are not
satisfied. From their
actual experience.
Thinking and feeling In this phase
customers have to face
a dilemma situation
whether their
restaurant is according
to their requirements
which they are looking
for. This is a situation
which people face
when they are willing
to experience
something new but
they are of view that it
will be according to
their expectations or
not. If such a situation
In this phase,
customers actually
experience the services
of the restaurant. This
is the most important
phase as based on this
actual satisfaction
level of customer is
decided(Weinstein,
2016).
Based on the overall
experience of
customer she can be
satisfied or
dissatisfied. If the
customer will be
dissatisfied then there
will be no repeated
visit and customers
will give negative
mouth publicity.
Which can lead to
adverse effect on the
brand image of
restaurant.

is that there is positive
response in form of
customer visiting the
restaurant or choosing
some other option.
Ideas for
improvement
In this various areas in
which improvement is
needed has to be
discussed. Those areas
which can lead to
increase the perceived
value of customers
have to be analysed
and various outcomes
have to be developed
from it.
Training should be
given to the staff so
that they can increase
the level and quality
with which they are
offering their services.
In case of restaurant it
will be the training
given to waiters on
how to treat their
customers. Training to
chef on how to
improve the quality of
dishes. All this helps
in improving the
overall quality of their
services.
When improvements
will be done then it
will help in increasing
the actual experience
of their customers.
P4 Customer touch points in customer experience which create business opportunities in the
service sector organisation
The methods used by Dragon king buffet restaurant to create good customer experience are:
Website: Now a days, website is the most attractive and impressive method to share
company information as well as information related to the products. Feedback or customer
reviews plays an important role for the organisations, As now people check the reviews and
then prefer to go to the places(Fernandes and Cruz, 2016) . In context to Dragon king buffet

restaurant, they provide all the information of the products on their website that helps customer
to increase their knowledge about the goods offered to them. It saves the time of the customers
and convenient for them to choose the products easily.
Email: Emails are used by the organisations to communicate with their customers
formally or in an effective manner. With reference to Dragon king buffet restaurant, managers
communicate to customers by email and send them information about offers, discount, vouchers
and so on(Diffley and McCole, 2015). They check their emails on daily basis so that the queries
of their customers is solved as soon as possible.
Restaurant management: Training sessions given by the top management increases
knowledge and skills of the staff members so that task given to them can be performed
effectively and efficiently. In context to Dragon king buffet restaurant, they hire qualified staff
who can perform their role properly. Tanning sessions were given to the employees that assist
them in their working which further lead employees to give better service to their customers.
Telephone: An easy way to communicate to the customer's that helps organizations to be
in touch with customers in an effective manner(Rahimi, and Kozak, 2017). With reference to
Dragon king buffet restaurant, they have customer handling team who communicates with the
customers on telephone. Most of the customers do confirmation before visiting the venue and
prefer calling to communicate in restaurants. Thus, Dragon king buffet restaurant has the
opportunity to improve its services by giving good customer experience to their customers.
TASK 3
P5 Digital technology role in managing customer experience
Digital technology refers to the use of online platforms which can help them in delivering
the various information to their target customers. This is a very effective strategy of marketing
which can help in increasing the overall experience of customers. Traditional methods of
advertising are very commonly used by many companies, which includes the print media such as
newspapers, electronic media such as emails but with the changing patterns digital media has
gained a lot of importance. Growing internet usage and smart phones have also lead to this
platform of digital media being very popular especially among the youth segment. Dragon King
Buffet restaurant also uses many platforms For maintaining customer relations it is important
that companies are using digital media as a very effective tool. Also, for increasing the quality of

customer service and having greater insights of market it is important to use digital media as a
tool(Chaffey, Hemphill and Edmundson-Bird, 2015).
This is reason why this restaurant is using this tool of digital media as a technique to
build strategies which can be to target customers. This will help company in bringing changes
according to the changing preferences and requirements of customers. Below discussed are
software which are used by the company in using digital media as a way of marketing technique.
Opera Software: This is a software which Dragon King buffet restaurant is using this to deal
with their customers with the help of online platforms. It is a medium which can be used to
attract more customers. This is small in size as compared to other software, but they provide
speedy and very quick results which help in operating system which is Android, mac Operating
system or iOS. Thus, company prefers this comparatively to other software which are Mozilla or
chrome.
ECRM hospitality software: Electronic customer relationship is also a software which is
designed to manage the customer data in a more effective way. This data is very helpful in
creating and managing long term relationships with customers. This helps in satisfying present
and forecasting future needs of the target customers. There is requirement of a digital platform
which can help in creating connections with customers which can help in increasing customer
base.
TASK 4
P6 Customer service strategies in a specific service sector
For every organisation, consumers are the main source of income and profitability for
them. It becomes very important for company to satisfy their customers to maintain customer
loyalty. Customer loyalty is a attribute which helps companies to have repeated customer, plus a
satisfied customer adds more new customers. This plays a role of a promotional tool for the
company(Cambra-Fierro, Melero and Sese, 2015).
Delivering of value: To attract more customers and get a differentiation advantage it is
important that company is able to deliver value to their customers. For building goodwill in the
market it is necessary that customers are bale to perceive adequate value to their customers. In
context of Dragon king buffet restaurant as they are the part of service industry it is important

that they are able to deliver it to their target customers. People always desire that they are getting
in adequate value in return of the price which they are paying for it. Actual value perceive by
customers decides the level of satisfaction which they are going to have.
Take regular feedbacks: It is necessary that regular feedbacks are taken from the
customers, this is a method through which company can identify if there was any loopholes or
mistakes which were committed by them. Which lead to dissatisfaction or lower level of
satisfaction amongst customers. It is important for Dragon buffet restaurant that they are taking
regular feedbacks from customers. When regular feedbacks will be taken then it will be
beneficial for company in analysing what are the scope of improvements which can be done in
their services. Also, comments and suggestions given by the customers in this feedback will help
them in customization of their services in accordance with customer requirements.
Delivering of promise: companies many times make lot of promises to their customers
while they are advertising their products or services. It is necessary that such promises are
always fulfilled by the company. The reason being that such fulfilment of promises will help
Dragon buffet restaurant in having repeated customers. Company is also able to win the trust of
customer from just one visit if they ate able to deliver increased value in the actual service
which they are providing to their customers(Bolton and 2018). When actual performance of the
company is equal or more than expected performance then this leads to fulfilment of promises
by the customer(Sharma and Jasrotia, 2016).
P7 Role of customer service strategies which will help in development of customer experience in
meeting the needs of customers and for the required business standards
Firms use many different strategies which help them in persuading their target group of
customers. The major objective of this customer strategy is to engage more customers and
increase the overall base of customers by using digital media tool and other innovative methods.
Dragon buffet restaurant will conduct effective research in the market, this will help them in
analysing the overall requirements of their target customers. After conducting of research, the
collected information can be used to draw various insights by the company. It is necessary to
take feedback from customers as a part of this step as various suggestions given by them can be
used to form strategies by customers. Companies should design their content based on various
changes which are taking because of changing tastes of customers. Various recommendations are
being given in this context.

Recommendation:
 Companies should provide timely services related to customer care so that if there are any
grievances in customers those can be handled and solutions can be developed(Beltagui,
Candi and Riedel, 2016)
 Technology up-gradation can also be used to enhance the overall experience of
customers. Such as for companies who are part of the service industry especially for
restaurants in the present context the online delivery systems have to be very fast. Many
applications have been developed which help in enhancing the quality of online delivery
systems(Steinhoff and Palmatier,2016).
 Constructive changes must be made continuously in companies which will help them in
changing according to time. Company should implement positive changes so that they are
able to cope up with the other competitive brands present in the market. For continuous
growth innovation is very necessary to be done by companies.

CONCLUSION
From above report it is concluded that the service or hospitality industry is very important
part of every country. This industry is so important as all the needs of customers are to be
satisfied by through companies operating in these service industry. Customers taste are never
consistent they keep on changing, so it becomes important for continuous modification to be
done. Identification of customers needs and then analysing them with the help of market
research and collected information. Digital media is also a very attractive platform which can
help companies in using it as a way to promote various services and products being offered by
them. It is important tool for making customers aware and also attracting them by using some
creative & innovative means. Many new inventions are made by especially companies who are
part of service industry.

REFERNCES
Books and Journals
Beltagui, A., Candi, M. and Riedel, J.C., 2016. Setting the stage for service experience: design
strategies for functional services. Journal of Service Management, 27(5), pp.751-772.
Bolton, R.N., McColl-Kennedy, J.R., Cheung, L., Gallan, A., Orsingher, C., Witell, L. and Zaki,
M., 2018. Customer experience challenges: bringing together digital, physical and
social realms. Journal of Service Management, 29(5), pp.776-808.
Cambra-Fierro, J., Melero, I. and Sese, F.J., 2015. Managing complaints to improve customer
profitability. Journal of Retailing, 91(1), pp.109-124.
Chaffey, D., Hemphill, T. and Edmundson-Bird, D., 2015. Digital business and e-commerce
management. Pearson UK.
Diffley, S. and McCole, P., 2015. Extending customer relationship management into a social
context. The Service Industries Journal, 35(11-12), pp.591-610.
Fernandes, T. and Cruz, M., 2016. Dimensions and outcomes of experience quality in tourism:
The case of Port wine cellars. Journal of Retailing and Consumer Services, 31, pp.371-
379.
Jaakkola, E., Helkkula, A. and Aarikka-Stenroos, L., 2015. Service experience co-creation:
conceptualization, implications, and future research directions. Journal of Service
Management, 26(2), pp.182-205.
Jaakkola, E., Helkkula, A., Aarikka-Stenroos, L. and Verleye, K., 2015. The co-creation
experience from the customer perspective: its measurement and determinants. Journal
of Service Management.
Kunz, W., Aksoy, L., Bart, Y., Heinonen, K., Kabadayi, S., Ordenes, F.V., Sigala, M., Diaz, D.
and Theodoulidis, B., 2017. Customer engagement in a big data world. Journal of
Services Marketing, 31(2), pp.161-171.
Noe, R.A., Hollenbeck, J.R., Gerhart, B. and Wright, P.M., 2017. Human resource management:
Gaining a competitive advantage. New York, NY: McGraw-Hill Education.
Pansari, A. and Kumar, V., 2017. Customer engagement: the construct, antecedents, and
consequences. Journal of the Academy of Marketing Science, 45(3), pp.294-311.
Peppers, D. and Rogers, M., 2016. Managing customer experience and relationships: A strategic
framework. John Wiley & Sons.
Rahimi, R. and Kozak, M., 2017. Impact of customer relationship management on customer
satisfaction: The case of a budget hotel chain. Journal of Travel & Tourism
Marketing, 34(1), pp.40-51.
Sharma, A. and Jasrotia, V., 2016. Managing Customers Brand Experience for Creating Brand
Resonance in Smartphones. International Journal on Customer Relations, 4(1), p.12.
Steinhoff, L. and Palmatier, R.W., 2016. Understanding loyalty program effectiveness:
managing target and bystander effects. Journal of the Academy of Marketing
Science, 44(1), pp.88-107.
Tsui, A.S., Zhang, Y. and Chen, X.P., 2017. Building Strong Relationships with Customers.
In Leadership of Chinese Private Enterprises (pp. 309-325). Palgrave Macmillan,
London.
Weinstein, A., 2016. Superior customer value: Strategies for winning and retaining customers.
CRC Press.